The Internet search company will sell co-branded tablets directly to consumers through an online store like rivals Apple and Amazon.com Inc., according to people familiar with the matter. The move is an effort to turn around sluggish sales of tablet computers powered by Google’s Android software.The Samsung Galaxy Note 10.1, an Android-powered tablet that will go on sale later this year.

Google went this route with Android-powered smartphones in 2010 when it offered a device called the Nexus One made by HTC Corp. But the effort was scrapped after several months amid better sales of other Android-powered smartphones.

Like the Nexus One, some future Android tablets are expected to be co-branded with Google’s name, said people familiar with the matter. The company is expected to sell devices from a variety of manufacturers. Google won’t make the devices and its existing partners such as Samsung Electronics Co. and AsusTeK Computer Inc. will be responsible for the hardware, these people said.

One co-branded tablet that may be sold in the online store is due to be released later this year by Taiwan-based Asus, said one of these people.

The key difference here is that the new Google store will sell other tablets. Google actually has a site that lets users compare various Android smartphones and tablets – the Android Device Gallery – but its “Buy” links take you to third-party merchants.

It’s interesting that the tablet, expected to be branded with the Nexus label, will come from Asus rather than Motorola, which Google is in the process of acquiring. But given that the store will sell tablets from all brands, you can bet that Motorola’s offerings will be included.

But will this effort boost sales of Android tablets? Google reportedly will sell its Nexus tablet at a steep discount, possibly in the $199-$249 range, to compete with Amazon’s Kindle Fire. While the Fire uses Android, it’s a completely reworked version that gives no nods to Google, other than its core search product. And while Amazon typically doesn’t mention sales figures, the Fire is doing well and may be the best-selling Android tablet. On Amazon’s own site, it’s currently the best-selling tablet.

Google may be making this move now because it smells blood in the water. While the iPad remains the king of the tablet hill, its dominance is slowly eroding. IDC says Apple ended 2011 with a 54.7 percent market share, down from 61.5 percent in the previous quarter, and significantly less than its nearly 80 percent share in 2010. IDC predicts Android will overtake the iPad in 2016 – but that doesn’t seem to take into account any gains that Microsoft may make with its Windows 8 tablets, expected to debut later this year.

Having tried at least a dozen Android tablets in the last year, I can see why the iPad is winning. The Android tablet interface is frustrating to use, even more inconsistent than the smartphone version, and far too complex for mainstream users. Apple’s got it right: Tablets are all about simplicity. Android 4.0, a.k.a Ice Cream Sandwich, makes some great strides in cleaning up the issues, but the iPad remains the more attractive tablet option for mainstream users.

That’s my take, but I am curious: If you’ve shopped for a tablet and looked at both iPads and Android devices, how did you make your choice? If you bought an iPad, why did you decide not to get an Android device? And vice versa?

I bought Android for several reasons:
– Shear amount of choice, yet consistent interface among the various devices
– Flexibility of the OS and software
– Price (okay, this was the big one)
– Prefer the openness of Android, and not the vendor lock-in of Apple

Had an iPhone, which I ran over and broke (long story), so I decided to save some money and got the HTC 4G Android, which while it is a very nice phone, just is nowhere near as intuitive or all around good as the iPhone. I suspect the Android tablet will be the same, good, but just not as good as Apple.

Neither the iPad nor Android tablets are PC enough for me to be compelling. Also, devices costing as much shouldn’t be ‘disposable’ electronics and have user replaceable batteries. Devices running Win8 may fit the bill.

I have an iPad 2 now because work purchased it for me so we could support it with our web pages. I may end up with an Android tablet the same way at some point, too. However, if I were purchasing one myself (and at some point I probably will) I would get whatever current iPad model is available. With an iPad I know that I will receive updates and support from Apple for at least 2-3 years. Because there are so many of them out there, I know that there will be lots of app choices available. The apps are going to work on my device (other than bugs in the app itself) and are less likely to have some kind of malware embedded in them. If I choose to get a 3G/4G data capable version, I don’t have to get wireless plan until I need it, and I’m not required to sign a contract.

With any Android tablet, except possibly the Kindle Fire, I can’t reliably expect updates and support from a vendor that is throwing all kinds of variations on sizes against the wall hoping at least one of them will sell well. If I pick the wrong one, I’m probably not going to get much in the way of updates beyond a year, and my device becomes obsolete too soon. I’d also have to be concerned about apps supporting my chosen model. I do know I have more freedom to configure and customize the device, but I also find I don’t care about spending time to do that (this is just a personal taste, I know).

I have no interest in replacing the OS with some hacked update just to get a new version when the original vendor takes too long or decides not to do it at all. My feeling is that if you have to do that to update the device, then you got the wrong device. Some people enjoy doing that, so go for it. I used to be one. I know how to do it. I’m just not interested anymore. I’d rather spend time using it than trying to make it useful.

Are there any Android tablets with 3G/4G that don’t require a wireless subscription plan?

I have been an iPhone user since the original phone and I received a Kindle Fire for Christmas (after much hint dropping on my part).

iOS users get regular updates that add functionality. If you’re into tech, you start to look forward to it and say to yourself — “What cool new things are they going to add this time?” It’s a real perk.

With the Kindle Fire — no such luck so far. Though I’ve only owned the Fire for a short time, I just don’t expect it to happen.

The Fire has had several updates since its release, but mostly Amazon has added features that should have been present in the first place, and fixing performance issues. There’s an update rolling out right now, 6.3, that has some new features, including sharing.

@Dwight: Thanks for the update link. Checking it out right now. I see they’ve added a Print Replica Textbooks feature which is going to be great for me. Looks like I spoke too soon. I love getting new functionality.

I bought a Toshiba Thrive last summer. The reason I looked at Android, and that device in particular, is because I do not own a smartphone. Therefore, I was looking more to shrink the laptop experience rather than expand the phone experience. I also like to sideload a lot of content. The Thrive’s full-size USB/HDMI/SD ports offered more options similar to how I’m used to doing it for getting content on/off of the device without dropping more $$$ on converters/dongles. I also liked that it has an integrated GPS chip and it is pretty handy as a navigation device even when offline.

Never having experienced Android or iOS, I have no issues using Honeycomb and don’t really understand what’s so complex about it. Seems rather intuitive to me and the customization options are nice. While the iPad is a sexier device, I felt the Thrive’s functionality was a lot more important to my own needs.

(As a side note, I don’t really understand the fetish for thinness anyway. What is the practical significance of a quarter-inch in thickness? Where can you stuff an iPad that you can’t stuff a thicker tablet?)

I have shopped tablets considerably. Thus far, I have not purchased one. That said, I have continued to be disappointed with Apple products (the “do it our way” attitude to software design, primarily) and have not considered an iPad seriously. This leaves me looking at Android devices, none of which have convinced me to shell out $300-$500+. (I didn’t pay much more than that for my 21″ touchscreen desktop; why pay the same for a 10″ or smaller tablet?)

The closest I have come to pulling the purchasing trigger is the Nook Color, which I would then root and install plain Android. Instead I recently upgraded my phone to a Galaxy Nexus (Verizon 4G), which I find very nice. Except for the larger battery, I don’t see much need for a tablet right now, so I don’t see making a purchase any time soon.

I like Jeff’s comment regarding the problem with hardware instead of software. I’ve also put some thought into where APPs are going in regards to software development. See http://bit.ly/Ht10Fs on the Houston Interactive Marketing Association’s Web site.

I looked into Android tablets, but have had very little success getting some hands-on time with a unit. I did find one once – and after spending five minutes trying to get out of the “find a wi-fi network” screen without success, I had pretty much made up my mind. To be fair, it was going to be a tough sell given the number of Apple products my family uses, but I wanted to give it a fair shake.

Regarding Google’s strategy. It’s going to be tough to compete with Amazon’s Kindle Fire, since the Fire is sold at a loss with the profit coming from the lock-in to the Amazon ecosystem.

I am considering purchasing a tablet for use when we travel instead of taking a laptop. I do not have a smart phone. Use for a tablet is receiving e mails and a GPS system would be nice to navigate around different places. I am not a Techie person so simple, easy to use is required. What is recommended to fit these simple needs.

An iPad would likely be the best choice – simplest interface, and does what you describe very well. You’d need to get the Wi-fi + 4G version to get the GPS capabilities, so the least you’d pay would be $629.